Marketing and Sales teams are frustrated with each other. Aligning these two teams is an age-old problem, but companies must get their collective act together in order to survive today's evolved buyer-centric market.
Originally presented at Marketing Nation Summit 2017, this session is based on original research, content, and contributions from "Aligned to Achieve", a groundbreaking new book. The authors will discuss highlights of the book and give tips on how and why to get aligned. Want to know what misalignment is really costing you? Need practical advice on how to go after the problem? We’ll discuss real-world actions for improving your culture, processes, and technology, and you’ll learn the financial and strategic impact of getting alignment right.
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Aligned to Achieve: How to Unite Your Teams into a Single Force for Growth
1. Aligned to Achieve:
HOW TO UNITE YOUR TEAMS INTO A SINGLE FORCE
FOR GROWTH
Tracy Eiler
Chief Marketing Officer,
InsideView
Andrea Austin
VP of Enterprise Sales,
InsideView
2. • An Age-Old Problem
• A Plan for Alignment
• What Success Looks Like
Topics
8. Source: InsideView Market Report 2016
• Marketing spends most of
their time on branding and events
(65%)
• Marketing isn’t accountable
for pipeline
(55%)
• I respect my marketing department
(86%)
• Sales people are single-celled
organisms that chase revenue
(27%)
• Sales people are a bunch
of mavericks
(26%)
• Sales is a difficult job
(94%)
Positive and Negative Attitudes Prevail
Marketing says: Sales says:
10. Meet with you and give feedback?
Take you on sales calls?
Share their account plans?
Follow up on leads, even if only to reject them?
Use the tools you provide?
Source: SiriusDecisions
How Can You Measure Trust?
Does your
sales team…
11. Be proactive and communicate well in advance
Be overly transparent
Make recommendations, don’t just ask questions
Get feedback from everyone
Listen first
Brainstorm together
Leverage opinion leaders
Back at the Office…
13. ABM enriches lead
generation with
account-specific tactics
Traditional Demand Gen vs. ABM
Source: Retro Yet Revolutionary: Demystifying Account-Based Marketing” Forrester report
14. Several Approaches
LARGE ACCOUNT
Very small number of large
existing or targeted accounts
NAMED ACCOUNT
Moderate or larger number of defined
existing or targeted accounts
DEEPEN CUSTOMER
RELATIONSHIPS
Moderate or larger number of existing
customers that receive differentiated outreach
NEW MARKETS
Any number of new or existing accounts in
same vertical or other specific segment
Account-Based Models
18. Biggest Challenge to Aligning
Sales and Marketing
66%say lack of accurate,
shared data on target
customer accounts
Source: “Aligned to Achieve”, Wiley 2016
19. ICP > TAM > ABM: Taming the Alphabet
Who are my perfect customers?
Where do they work?
What do they do?
What accounts fit that profile?
Where are they located?
How many are in my database?
Let’s target:
1
2
3
IDEAL CUSTOMER PROFILE
Define your targets.
TOTAL ADDRESSABLE MARKET
Find every matching account.
ACCOUNT-BASED MARKETING
Target them one by one.
20. Ideal Client Profile Mapping: Before
Industry A
Industry E
Industry C
Industry B
Industry K
Industry D
Industry F
Industry G
Industry I
Industry H
Industry J
Industry L
Re-evaluators Expanders
IdlersDecliners
21. Ideal Client Profile Mapping: After
Industry A
Industry E
Industry C
Industry B
Industry D
Re-evaluators Expanders
IdlersDecliners
25. ABM Engagement Design
Types of Programs Programs Marketing/Field Muscle
Target Accounts
Tier 1 Tier 2 Tier 3
Direct Mail Low-Cost Direct Mail Low Yes Yes No
High-Cost Direct Mail High Yes No No
In-Person Programs Tradeshows High Yes Yes Yes
Tradeshow Extras (dinner, room drop, etc.) High Yes No No
Lunch & Learns / Onsite Meetings High Yes No No
Customer Advisory Board High Yes Yes No
Online Programs Paid Advertising Medium Yes Yes No
Thought Leadership Webinars Medium Yes Yes Yes
Landing Page Personalization High Yes No No
Customized Emails Medium Yes No No
Broad Emails Low Yes Yes Yes
Sales Outreach Outreach Campaigns Medium Yes Yes No
1:1 Communications for upcoming webinars,
events, etc.
Medium Yes Yes No
Personalized Coaching High Yes Yes Yes
Executive Sponsor Low Yes No No
Personalized Content Assets Medium Yes No No
Internal Communications Included in regular review meetings High Yes No No
27. Success Plan
Build a strong data foundation
Define ICP, TAM, and database build out
Take a contact-specific approach
Develop a unique engagement strategy for both known and unknown contacts.
Drive full team alignment
Hold mandatory communication meetings. Agree on success metrics and review
them frequently.
Stick ruthlessly to the plan
Your plan should have touch points with clear beginnings and ends. Stick to it
with extreme focus. You’re in this for the long haul!
29. What Does Success Look Like?
1. Opportunity Goals
2. Relationship Goals
SUCCESS METRICS
EARLY
• New names in target account
(building out white space)
• Higher program engagement
across multiple contacts
• Lift in website traffic from
targeted accounts
MID
• # of meetings set with target
accounts
• Marketing qualified leads in target
accounts
• Program success with a target
account
• Call connects with target accounts
LATE
• Higher win rates
• Deeper and broader relationships
within accounts
• # opportunities in targeted accounts
• Pipeline in targeted accounts
• Deal acceleration
• Multi-product, multi-year deals
35. of marketers say that pipeline
is the primary way they
are measured – more than
lead quality or quantity!
Source: InsideView Market Report, 995 respondents, Oct 2015
Yay!
65%
37. Dominant
• Iconic + magnetic +
unfair advantage
• Enterprise-wide
alignment
• Data science is a
weapon
• Sustained leadership
Fragmented
• Ad hoc, manual
• Random acts of sales
enablement
• Focused on quantity,
list buying
Automated
• Consistent data
collection + volume
• 3rd party data feeds
• Islands of MA/CRM
Aligned
• Focused on right
campaigns, sales
initiatives
• Sales/marketing align
• Identified addressable
market: shared view
• Single source of truth:
MA/CRM
• Continuous refresh
Orchestrated
• Proactive/ prescriptive
account-based
strategies
• Touch governance
across the customer
lifecycle
• True consultative
selling
• Strategic CIO initiative
Go-to-Market Maturity Model
38. Back at the Office…
Agree with your CEO that you have an alignment imperative.
Measure trust with your sales team and take action.
Review your funnel definitions.
Report on the same metrics. Focus on pipeline.
Bite the bullet and give marketing variable compensation.
Back at the Office…
TRACY
It’s an imperative now – What are we supposed to do? We are better together. We need each other to succeed and it’s the way we’ll fuel growth.
Alignment has become an imperative.
TRACY
We did this survey, 1000 people, found the reasons why we’re still not aligned. It was pretty basic and pretty bad!
ANDREA
Talking points:
There is impact everywhere where we’re not aligned. First – revenue.
ANDREA
What would YOU do for 10% better performance! Imagine the impact…
ANDREA
Revenue isn’t the only thing. There is an enormous, and we’d argue larger impact, on people.
ANDREA/TRACY
Our survey examined attitudes we have about each other. The results were pretty funny – classic stereotypes.
Happily though, while we have misunderstandings, our affinity measures are higher than we expected.
ANDREA
We organize our recommendations into a simple construct – people process technology.
In our book we pull culture and leadership out separately, but for this prez we’ve blended them into all things people.
ANDREA
Talking points:
Non-scientific, but relatable
Marketing should ask this – and sales could have similar measures such as “I believe marketing listens to me”
Marketing needs to take the lead; exists to make sales easier. We’re inherently more collaborative. We’re in a position to drive it.
ANDREA/TRACY
TRACY
TRACY
Marketers build campaigns and nurturing programs around leads, not deals.
Marketers don’t match digital spend with opportunity.
Marketers plan and execute with insufficient data-fueled insight.
Marketing actions and sales efforts remain separate but equal.
TRACY
ABM can be used in many ways -- think about what ABM strategy is best for your business.
(In InsideView’s case we’re hunting big deals and deepening customer relationships.)
TRACY
Today’s buyer journey looks much more like this. Long-term customer relationships, growing accounts to be advocates. All of our processes need to adapt.
We believe there is a fundamental shift in the way companies should think about their marketing and sales efforts.
In the traditional “funnel” approach, where marketers fill the top and sales engages somewhere in the middle.
Today, we believe that this traditional funnel is obsolete. Today, the customer journey looks much more like the figure on the right. This is particularly true in businesses where we have an ongoing relationship with the customer and the opportunity for them to buy more. We must keep continuous engagement with that account. ABM will help you do just that. Think about your own business -- does the figure on the right resonate with you? Do your sales and marketing people and processes align with this new model?
ANDREA
We’ve started to map our customers to a Go-to-Market maturity model. Most customers fit between the “automated” or “aligned” stages, while some of our biggest customers are actively striving to become “orchestrated” within a couple years.
ANDREA
Don’t jump the gun -- get your targets right first to build a foundation for a successful GTM strategy
ANDREA
ABM is a terrific forcing function for alignment between sales & marketing – in fact I wrote the book with my vp enterprise sales
And in our research we found more than 66% of companies lack accurated and shared data on target accounts.
How are you supposed to do ABM right if you don’t have the right accounts in the first place?
Most ABM education coming from vendors glosses over the art and science of account selection. We want to put a magnifying glass on it in this session.
ANDREA
We have all heard the acronyms ICP and TAM thrown around. Let’s put it all in context, as each step will help you get to your perfect target list of accounts.
ICP and TAM are prerequisites for ABM.
ICP is a fancier term for targeted segmentation. Us marketers have been doing segmentation for years – but ICP helps you do it with high intelligence. I’m going to show you how we did it in a minute.
TAM simple tells you – with specifics – how large your potential market is. Imagine if you could know the name of every single account in a specific territory that fit your ICP? I’ll show you that too.
Then you can build your account list with certainty.
Before we do that, I’d like to know what you think – Have you worked on these prerequisites yet?
TRACY
I want to show you how we did our own ICP.
Think about the measures that make revenue “good” revenue. Those customers renew at a high rate, and they buy more from you.
So we built this matrix to plot our customer base. We picked the renewal and upsell midpoints at 70%+ renewal, and 90%+ upsell. But you could set them however you like.
[next slide]
Then, we mapped our entire customer base onto this matrix.
We came up with clever names for each quadrant
You can see, in the lower left, we had a bunch of customers that I’d say are “bad” revenue – they don’t tend to renew, and they don’t buy more.
We should focus on the “good revenue” [next slide]
Voiceover from our own learnings
Re-evaluators – IT-focused companies, know their data requirements.
Expanders – relationship sellers, high touch w/ clients, multi-year customer engagements
Decliners – transactional/shorter sales cycle
Idlers – needed to be developed
TRACY
This is how our final ICP looks. We took the 5 top industries, and then we built our TAM to figure out how many companies were in this market.
ANDREA
This is an example of a TAM we built for one of our customers. Imagine if you could see this for your own business – the total number of companies that matched your ICP, how much of that market you have captured, and so on.
We’ve talked about how to get to your perfect account target list. But what about the people in those accounts that could be involved in the purchase?
TRACY
TRACY
TRACY
Tier 1: White glove treatment, all personalized communications, requires the most marketing/field muscle (Max 30 accounts)
Tier 2: Medium level of personalization (Max 50 accounts)
Tier 3: Personalization based on persona or industry only (Remaining accounts)
TRACY
Green SDR touches are a mix of channels – typical call/email from SDR, testing social techniques.
Every touch is a give – saved the “best” content for SDRs to give
This is a high touch example, there are modified lighter versions
*** we don’t know yet*** if this is the right mix of mktg/sales, length of each thing
Learnings: strangers vs engaged people, treating them different; being careful about spam traps (so drip), what happens to an account if you win or lose an account during a sequence? What happens when the play is over and there is no oppty – what do you continue with. As new people get identified in the account, what do you do w/ them.
SDRs tools to organize their activity.
Do not underestimate the role of marketing and sales ops – the programming involved to get this right is 3x what you think.
What’s in the tech stack – not using a specific ABM product – yet – why? We did all the prereq work, which has to be done before you can use a specific ABM orchestration product. AND, we have the requirement of wanting to pull in data from other tools (Terminus). Mkto working on an API, looking forward that.
TRACY
TRACY
Show screenshot of terminus - imagine if you could broaden the reach within your account by using advertising programs to target your main accounts.
More details will be shared as they are fleshed out but for now know that this is something that’s in the works and is a focal point for us in the back half of the year.
TRACY
TRACY
ANDREA
ANDREA
TRACY
Most marketers measure very top of funnel. We recommend focusing on pipeline as the primary measure. It forces all the right behavior plus shows sales that marketing has more skin in the game.
TRACY
ANDREA
Examine sales velocity – this is not just the responsibility of sales. Remember “marketing exists to make sales easier?
This is a slide we could take out and only use when we have 45-60 minutes.
Cut from roadshow prez
Pitch this as advanced alignment
ANDREA
Let’s take another look at the Go-to-Market maturity model. Important to not only benchmark where you start, but measure your progress toward where you want to be